Black's Tire Service celebrates 95th anniversary

MYRTLE BEACH, S.C. — You couldn't walk anywhere on the first two floors of the Hilton Myrtle Beach Resort without seeing four words highlighted in front of you:

Team. Family. Trust. Serve.

Living those four words — core values of Black's Tire Service Inc. (BTS) — are among the reasons that the Benton family — including the management team of father Rick and sons Rick II, Ryan and Jeremy — have been able to survive the tumultuous world that is the tire and auto service industry as a family-run business for 95 years and counting.

Those words were mentioned repeatedly during BTS' annual conference, held Jan. 18-21 in Myrtle Beach. Around 200 team members attended workshops, seminars and inspirational talks — as well as a robust trade show featuring a record 41 vendors — that were held throughout the weekend.

BTS currently operates 59 retail and/or commercial dealerships in North and South Carolina; 10 wholesale locations (seven distribution centers and three satellite centers) that service the Carolinas along with Georgia, Tennessee and Virginia; and a retread plant. The company employs more than 1,000.

The festivities culminated on the night of Jan. 20, when BTS celebrated the milestone anniversary in conjunction with its annual Kenny Bullard "Ace" Awards Gala and Dinner.

More than 600 attended the gala and dinner, including a relative of BTS founder W. Crowell Black, who established the company in Whiteville, N.C. in 1929, and Paul Perry, who was born the same year Black's was founded. The elder Rick Benton acquired BTS, then with just one location, in 1981.

Perry formerly operated Perry Brothers Tire & Auto Service — BTS acquired his four-location, family-owned dealership in February 2017. Perry still reports to work daily.

The floor of the hallway leading to the banquet room was lined with a large BTS timeline, detailing key moments and acquisitions — mergers, as the Benton family calls them — throughout its history. As guests entered the room, BTS team members, including the Bentons and their extended family, greeted guests with smiles, hugs and high-fives.

"This happens with a lot of people that are working hard for the same principles, the same guidance, the same ethics. People who are working together as a team that have to trust each other, and have to serve each other as well as the general public," Ryan Benton told the guests at the gala.

"(95 years) is a major feat. And I'm so proud that I'm just a small part of being able to be here with you ... All of you are the reason why we're here today."

The gala featured several videos detailing the dealership's history as well as tributes to employees, including those currently serving the company, the retired and the deceased.

In addition, the Benton family, including patriarch Rick and his wife, Dianne, presented 25 awards to team members, honoring both locations and individuals for work during the previous year. The Little River, S.C., store earned the night's top honor as the 2023 Store of the Year.

Rick Benton II presented a check for more than $200,000 to the Boys and Girls Homes of North Carolina as a result of 20th annual Black's Tire Charity Golf Tournament, held Sept. 14 at Myrtle Beach National Golf Course.

The charity, which is celebrating its 70th anniversary, intertwines with BTS' roots: R. Crowell Black was one of the founding members of the Boys and Girls Homes.

"I want to thank you, and I want to say God bless you," Boys and Girls Club CEO Marc Murphy said. "I'm so grateful to be part of your family."

The three-day leadership conference featured several special guest who delivered varying messages of inspiration and motivation to BTS team members.

Among those who spoke were:

• Larry Long Jr., chief "energy" officer, who challenged team members to make a difference for others;
• Ron Capps, an American National Hot Rod Association Funny Car racer who owns and drives the NAPA Auto Parts Toyota Supra;
• Jeff Cohen, a tire dealer from Virginia who spoke on the tire shop of the future;
• J.P. Dinnell, a former Navy SEAL who talked about his training and harrowing experiences while serving in the Middle East; and
• Chris Rice, president and former crew chief of Kaulig Racing, who discussed his journey of perseverance in racing circles.

• Cary Budzinski, Goodyear's vice president of consumer sales, North America, and Perry Lease, general manager, OTR sales, North America, were among of Goodyear executives who attended Saturday and Sunday's events.

"We are just so happy to be part of the family," Budzinksi told the group on the final morning of the weekend, noting that Goodyear celebrated its 125th anniversary in August of 2023.

"So together, that is 220 years in business" he said. "That's a pretty powerful relationship. Thank you for having us here. Thank you for allowing us to be part of your family. And I also want to thank you for your business in the manner in which you represent Goodyear and Cooper in your markets."